IDEMIA · CASE STUDY
Turning complex expertise into communications people can understand and trust
IDEMIA's communications team regularly needed to turn complex technology, executive perspectives and specialist expertise into clear English-language communications for different audiences and situations.
Across an ongoing relationship, I worked alongside the team on executive communications, thought leadership and other corporate content—providing strategic and editorial support across a range of complex subjects and communications needs.
CLIENT
IDEMIA
SECTOR
Identity technology & biometrics
EXPERTISE
SCOPE
Ongoing communications support
THE CHALLENGE
Making complex expertise
relevant to different audiences
The communications challenge was determining what mattered for a particular audience and turning complex information into clear, credible communications.
The subject, audience and format could change, and so could the context. Executive communications, thought leadership and corporate content each required an understanding not only of the subject, but also of the audience, organization and, at times, cultural context.
THE APPROACH
Starting with what the communication needed
to achieve
The work began by establishing the audience, purpose and central message, and identifying the knowledge and perspectives needed to develop the communication effectively.
Depending on the subject, that could mean researching unfamiliar topics, interviewing executives and subject-matter experts, or making sense of complex technical, business and organizational information before determining how best to communicate it.
FROM EXPERTISE TO COMMUNICATION
The work took different forms depending on what IDEMIA needed to communicate—from executive speeches and ghostwritten thought leadership to editorial articles, press releases and other corporate communications.
Each required a different approach. An executive speech needed to sound credible in the speaker's voice. Thought leadership needed to turn specialist knowledge into a perspective an executive could genuinely own. Editorial and corporate communications needed to make complex subjects clear while remaining accurate and appropriate to their audience and context.
Adapting the communication
to the audience,
context and purpose
THE RESULT
Providing trusted support for complex communications
The relationship gave IDEMIA's communications team additional senior communications capacity across a range of needs, subjects and formats.
Once the direction and necessary inputs were established, I could take the work forward independently—from research and stakeholder interviews through structuring, writing and refinement—while working closely with the team through review and finalization.